Live streaming becomes a new battlefield for cryptocurrency exchanges

At the end of 2024 and the beginning of 2025, the encryption industry is witnessing a new trend: live streaming is gradually becoming an important area for major exchange platforms to compete in. From several well-known exchanges to emerging platforms, the live streaming function is evolving from an additional service to a core strategy for platforms to compete for traffic, activate communities, and bind opinion leaders. This is not merely a simple function upgrade, but rather signifies a significant shift in the underlying competitive logic of exchanges.

In this market driven by speed and emotion, live streaming is reshaping the flow of information, the trading chain, and the community ecosystem.

The Triple Logic of Exchange Layout Live Broadcast

Improve user retention

Encryption exchanges traditionally face the issue of low user stickiness. Most users only stay for a short time after completing a transaction, making it difficult to enhance platform activity and severely lacking a sense of community.

Live streaming can precisely break this static usage model. It transforms trading from a single-point action into a continuous participation process:

• Users can watch, discuss, and trade at the same time, enhancing their sense of participation.
• Real-time market analysis and professional interpretation to enhance investment confidence and trading frequency
• The platform binds opinion leaders to expand community influence, forming a positive cycle of content-community-exchange.

promote instant conversion closed loop

The core driving force of the encryption market is information: a piece of news, an online Q&A, or even an expression can become the trigger for market sentiment. Compared to other forms of content, live streaming has a higher density of interaction and speed of dissemination.

More importantly, the deep integration of live streaming and trading has brought about new product models:

• Users can place orders directly for recommended cryptocurrencies in the live broadcast room.
• Supports one-click copy trading and automatic strategy replication, enabling learning while investing.
• Data, signals, and emotions are linked in real-time to enhance decision-making efficiency.

This makes live streaming no longer just a tool for information dissemination, but a new paradigm of "content is transaction."

build a content moat

In the Web3 world, "Traffic = Consensus = Assets". Opinion leaders, creators, and communities are one of the most important non-standardized assets of the platform.

The platform deeply binds with opinion leaders through live streaming, making them not just traffic entry points, but important components of the exchange ecosystem.

• A certain exchange has created a dedicated content platform, allowing opinion leaders to become content producers.
• Another platform builds professional barriers through analyst live streaming.
• A platform exploring a new social trading model with live streaming + copy trading + NFTs

Whoever can transform opinion leaders into "ecological nodes" of the platform will gain an advantage in the conversion rate of traffic and transactions.

Live Strategies of Major Exchanges

community-driven content platform

A leading exchange emphasizes community and ecological interaction in its live broadcast layout, forming an information flow around its content platform:

• Build a knowledge entry through online Q&A, new coin explanations, and market live broadcasts.
• The influencer onboarding system works in conjunction with new project promotion to create a "content + listing" synergy.
• Users can ask questions and interact in real time, strengthening platform stickiness.

However, the compliance issues of the projects recommended by opinion leaders have also begun to emerge, with content thresholds and regulatory pressures coexisting.

Professional live broadcast based on exchange

Another well-known platform's live broadcast focuses more on professional traders, led by a team of analysts, emphasizing contract strategies and macro interpretations:

• Direct trading is available in the live room, emphasizing a smooth experience of "analysis-decision-order".
• The content is mainly in Chinese, focusing on the Asian exchange market.
• Build an expert-oriented content matrix to enhance the platform's professionalism.

However, the interactivity of this model is relatively insufficient, and the diversity of content is somewhat limited.

Create a new species of "live streaming + social trading"

A certain emerging platform's live streaming leans towards a "social experiment field", striving to integrate live streaming into the interactive logic of Web3:

• Support users to follow the anchor strategy and promote the community co-investment mechanism
• Introduce AI-driven market interpretation to enhance content generation efficiency
• Collaborate with NFT, blockchain games, and other content ecosystems to expand the boundaries of live streaming.

However, the overall influence of the platform is still not as strong as that of leading exchanges, and the influence of opinion leaders and the quality of content still need to be improved.

Future Trend Outlook

AI-driven personalized live streaming recommendations

With the accumulation of data and the development of AI, future platforms may achieve personalized live streaming recommendations for each individual.

• On-chain active user recommends DeFi strategy interpretation
• NFT collectors push art live stream
• Contract traders are guided into the high-frequency strategy room.

Live streaming will become the interface for smart recommendations, a precursor to trading behavior.

exchange standardization

Currently, the live streaming feature is still in the early exploration stage, but it has already shown strong user conversion capabilities. More trading platforms are very likely to quickly follow suit, integrating live streaming as a standard feature into the trading interface, becoming the "operating system component" of the next generation of exchanges.

The rise of decentralized live streaming

With the improvement of Web3 infrastructure, decentralized live streaming protocols will also become alternative solutions for the future. They focus on anti-censorship, transparency, and creator incentives, and may reconstruct the existing content distribution logic of live streaming.

For the exchange, this is both an opportunity and a challenge - how to strike a balance between centralized control and open content will determine the future direction of the live broadcast ecosystem.

Conclusion: The End of Live Streaming is the Financialization of Content

Live streaming is evolving from an entertainment tool to a content financialization engine. It not only connects opinion leaders with users but also links information, emotions, and trading behaviors, becoming a new driving force for platform growth.

But the challenges of live broadcasting are equally obvious: content regulation, investment risks, manipulation disputes, and lack of professionalism. If these issues are not handled properly, they may become new hidden dangers for the encryption platform.

For exchanges, live streaming is an "offensive defense": it must seize users' minds while also maintaining regulatory bottom lines.

This new competition has just begun.